The company's owner, Patrick Gottsch, wanted to buy the whole Rogers collection but didn't have time to work out the deal, Campione said.

"It came to our attention a little too late," Campione said. "By the time we lined up the right financing and kind of got our arms around the value of the collection, it was literally 24 hours ago."

Auctioneer Cathy Elkies said it was the "most colorful, emotional and sentimental" sale she had experienced in her 20 years at Christie's. Many of the bidders in the packed hall came in Western attire and cowboy boots, and there were more than a few tears.

Rogers' son Roy Jr. cried at the beginning of the sale as he spoke of the family's decision to auction Roy's belongings.

"We hope you get a piece of Roy and Dale and take it home, and you'll get to pass it on to your children," he said.

There also were strong emotions among Jamie Nudie, Mary Lynn Cabrall and Julie Ann Ream, who flew in from Los Angeles to reclaim a piece of their personal history.

Nudie's grandfather was the "rodeo tailor" who designed Rogers' colorful Western outfits, as well as Rogers' silver-dollar encrusted 1964 Bonneville convertible that sold for $254,500 on the auction block.